Concept Promotion —— Perfection and Optimization of Seven Core Elements of Corporate Culture

Ogut believes that brand culture is highly related to corporate culture. Without the support of excellent corporate culture, brand culture will be unsustainable. Without a strong brand culture in line with the market, the external extension of corporate culture will gradually be out of touch with social development. Therefore, neither corporate culture nor brand culture can be divorced from the company's actual product and management, and all should serve the realization of the company's long-term strategic goals. Therefore, its core meaning should be consistent and universal. Only when the connotation of corporate culture and brand culture is consistent, enterprises will make great progress.

Corporate culture is internal, mainly to clarify the guiding principles for the survival and development of enterprises, and form a set of value standard system with core values and other concepts as the core, so as to unite employees and support strong brand building, thus ensuring the smooth realization of the company's strategy. Therefore, in order to implement the "factor brand strategy", enterprises must consider the integration of corporate culture and brand culture in the process of construction, and corporate culture should cooperate with the factor brand strategy to effectively improve and upgrade.

The implementation of factor brand strategy requires enterprises to jump out of the original framework and introduce the culture preferred by end consumers into enterprises, especially in the process of condensing the seven core elements of corporate culture (cultural theme, corporate logo, corporate vision, corporate mission, core values, corporate spirit and corporate slogan), so as to integrate the content of corporate culture with the culture of consumers, so as to continuously enhance the ability of enterprises to control market development. For example, DuPont, BASF, Formosa Plastics and other enterprises have established excellent. BASF is a leading chemical company in the world. We have been committed to providing intelligent solutions based on innovative products and customized services. At the beginning of March 20 10, BASF launched a new global image publicity campaign with the theme of "creating a new role in chemistry" on the basis of corporate culture. This is the first time that BASF has combined marketing with business target decision makers and all social strata, and spread it through print media, television and the Internet with a global unified image. Through this communication, BASF's cultural concept has been well spread to the audience, so that the audience can understand BASF's overall brand image. All communication revolves around the pun meaning of "creative chemistry", which not only refers to the production through chemical action, but also refers to the interconnection between people through chemical action: "Chemical action is a harmonious relationship between creative elements and a secret equation for solving conflicts, exploring and combining. The chemical function is to make the band-aid no longer afraid of water, let the wheat bear the pests, and let the comfortable room no longer worry about the electricity bill through repeated experiments. Even cars and cities can live in harmony, and chemistry finally creates a harmonious relationship between people and everything. In BASF, we not only create chemical products, but also create new chemical functions ... "

Ogut believes that if the corporate culture is not improved and promoted, and the conditions that match the factor brand strategy cannot be met, the degree of damage to the enterprise is unimaginable. Even an established and steady enterprise can excavate and deduce a brand culture that can shake the feelings of the final consumers and is full of individuality. Although it will have short-term effects, it is certainly unsustainable, which is why some enterprises, with the wonderful advertisements of well-known advertising companies, still cannot achieve results after the media has invested a lot of advertising expenses. In a sense, the implementation of factor brand strategy is also a bridge between corporate culture and consumers. Consumers feel corporate culture through factor brands, and have a sense of belonging in psychology and emotion, which ultimately shows brand loyalty and further affects more corporate customers.

With regard to the choice of corporate culture improvement and promotion direction, we can learn from the case of Tetra Pak China. At the beginning of entering China, Tetra Pak still followed the general traditional marketing method, allowing customers to buy their equipment at high prices. With the fierce competition in the market, under the competitive pressure of our old rival, the Swiss Industrial Group (SIG), we imitated them, changed our marketing methods, provided equipment at low prices, and made a profit with the subsequent packaging materials. With the gradual implementation of Tetra Pak brand strategy, the corporate culture of Tetra Pak China has also been upgraded accordingly, such as core values: customer first, long-term vision; Quality-oriented, continuous innovation; Self-motivated and responsible; Unity and cooperation, enjoy it; The company's philosophy is: we are committed to ensuring that safe food is available everywhere. Corporate Mission: We serve customers and work hand in hand with customers to provide the best solutions for food processing and packaging. Whenever and wherever, we realize our commitment to continuous innovation, meet the needs of consumers, and cooperate with suppliers to pursue the best solution. We believe that responsible industry leaders can protect the environment while creating profits and become excellent corporate citizens.

In Tetra Pak's corporate culture, the interest relationship between itself and customers, enterprises and consumers, and its sense of responsibility at the social level are well expounded, so as to gain more public recognition and enhance the influence of enterprises in the industry field.

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